!"
!"#$% &'()*
+,+-./(0123*
4-."5
,6789:.; %<+67
=> :#,#?6@,A$
BC"&D?EF,7 AB$8,5,5
":'G*86,H A<D ,#<+
67B5IJ, BKL
K%M %:LNO6.'
P*& +Q"RI, )5S$
%T$CS)+6*
LD?UVW,XY,Y /*$C
S)6L6A A*Z!S?Z[3 /
B&$A:&G#\#']9#
S7:?: )6Q$CS)6,
=#]0PY.^(U'
_%)%:,* .:#O .
5S=$C]0PY$:>*`L"# %
?6@H)L>?)A'_5<“Lập
một chiến lược truyền thông cho sản phẩm X-men trong thời gian đến” ,M
: B9B$CL&E$C6
'
#$%&'() *+,(-.%(/0,1
23456%78 )569%:&!"#; !"&<6%4%=68#>?
@6
:AL&)E$C /)5
N,a,7 ,$%).5
XY,YUYVW"Y2,(Y$,Y 5H$$%
?66A A,$CS))'L
AqiS&6A6L,p? B
<96A %8'\/#6A A&$A"9
uY6Vf6Y /Z &,&>$C6,
J5,tg6.") umf='
v$:9Sw, .!?89
6A&(YuVf /"R, &,&>:6A A
6': % )XxO):6A=6
Ld'v)$C.7yYXx?
A D %dT77.,56A
A'G9,,#",#,<+67&$A:6A A$N6K
?6:%<+67&z6A A6
'
(-KLK,MNKO0MPQ*R,ST-/*+,$S602
6SLK,M (H,PQ-K
f? q{l
(Y q|}l
d hjl
v"Yd h|l
U,Y h{l
yY ~ql
dY•Y q~jl
UYY qi|l
]0PY }l
v,Y khl
g€Y" khl
(Nguồn: TNS Infosys& Nielsen, năm 2006)
b. Các yếu tố của môi trường bên ngoài
+ Cơ hội
0 ST?.G#\Q9$9?SLK
$C?'
#$%&'() *+,(-.%(/0,V
0--6KG#\?$%&D?Q
'L, )#,@L: #:"
#,^YY)D9'v ),# ^YY,
?6?%7# B ,^(U!6[ /5
A 5H$ KL$H?,"$C
T#$$%'
0eH=:Q5"9B A9-
,9 ,! B<Yn<<4$Co
XY,Y ?6?Y6F6*J3
0WcG#\O"&54-a$-</6<S=
TK.?-L /+5"9">NL
?J3P8? /- /N :
TK$=+,<:,+„9Q
-5T$?@G#\'
0(-6+0?:).-$.M?,H$L
*$cM ,=96+M?QBXY,Y'\
* >TTD‚=9 >$N"9G#\ƒ
,#$C9$C9$ B+J9?E
F'G>,H)LK*!S)+‚$YYƒ
9$?5)ff…v‚Y0 +Y$Y0L
†6†Y60$K6,Y606&ƒT"'
02-H# )C?$[B$,$C)<9<Da
bT+‡'
0"&L6[ =A5
*$C$C]0Y /nY+o
,&,:M9J,]0Yn_:6=<o
n -7o?a$%,5?:t&
'
eYO#$C*Z!eY€Y,"J AT
YL&'$ dY<,$C?Z[,['
\,YO)*"$H&?H,$C"
A4$C?Z[>O) A .$Ca,#=
% 6F6 b$'''WYYO / L6[*
$CŒ !Œ?Y:+6&6'''\:/
#$%&'() *+,(-.%(/0,Z
$C6 ,aY,a: /)!L&zf$YP<
f?f$vX"Px‹("y,Yy<'''\J"J B
?L6[<9?Q4,$C,#
$CS)),'''+Q)?Y6F6?Y
J''' $D A .A:67,c b$&/8'
v/O"J A>95S.&E$C6
'G#9 )7 .:/#L
&'
4@87[
XY,Y B :t,76K'G
6&n"$.6#oXY,Y),c &G#\'
G/#Nz1v,Y(Y(€f?g€Y"UŠf
39?XY,Y /H$9,&> 56@
#'
&6AXY,Y,UVW Bno'W*
6@*:?# "H .?'
G %]0PY XY,Y,UVWO />?YT&
? )m'H-UVWO)6Q$CuY6Vf6Y
6'L,>*?c?m
:6@&6A6*L$C6
0 Lz4,HK,,0Lh,Q
‚^Y(YU6($Ž^(Uƒ
0 _&4zs|e\@GS;0U|0•HU\H0$'um(-
P'
0 (.&u m&z‘U•('
0 NW z‘gL'
0 f_z|{0|0|{hh|hj
0 ‹<z|{0|0|{hh|hk
0 yz€’^(U'
0 …Y"z$,'
12-Pij49
\Shiiq":t,7? /
<+67^(U,:L7?"#z
& :LCA9$$C,6&,K w
9$L6['
f=?T &CZ+/#
$[,'P!6[:,5m7$& GY ,p : L
699 !"#, B >6['
e!9)$$A ^(U T
At,7E$C-7 .6A A6
/#?['PS )6Q$C /)
t& % D A$+?'
aD:) B*L$&,#
?L$+$#^(U$K &6QE
$Ck=$(l %7# b$.
a+'
#$%&'() *+,(-.%(/0,m
u#:,*/#L,5S)+ZE$C
^(U ;7> %T6p A&
:D<9J'
+ Nhiệt huyết
_,?)?)?S4)D'f7#
$67 *?)?SJ$ %,BT*
?T A,: 7"+?S<Z8 ,#'
+ Liêm chính
f7H,7-5:67LH$%'
(7,59* 57#,>"> L '
+ Tôn trọng
( , m#$?D ,
L6[Y /;7<+67'(7?
"#T,?Sp+.a+'
V2)q/0N+*R,S?[
(\uu6K•^(U‚"+N$Aƒ )
4)$CZGY,$C,#Z
1(YY'()/#6A A?$:,:6A
A$N6K$+?6A A6L$:77
Œ :6=<Œ#,^(U,p,['\Shii~^(U /#6A
A]0PY, &,&Œ_ -7Œ'
]0PY $C . ( N $A 6K
‚^Y(YU6($0^(Uƒ'
]0PYL? !"#YU•(Ž\LN
.^(U]0PY,v'PY.^(U 5)*ŒPYŒ %4
#$%&'() *+,(-.%(/0,11
$C'] BaŒ\Y<WYYŒ‚#?$ƒ,]0PY
#&/, #'
\) !"#=,>[ % )"$N >N ]0PY^^
O BJ:u†6'
]0PY#&/, #'•
H$ '_5,& ))5[> [S
7[<9$ %, +.QL
3
0_5?.^(U,5G#\YU•(
‚(.&u_•^(Uƒ!6[H$+67L,
,#, A.‚qjk#Xfvƒ ?$
JN$A$'\5?6[)
,H$,p*Ljql' /6D )95,9+
m'u#$A.N {il‚YHG#
\N 4 B{ilƒ'UAQ:kilm5N
G#\ )),6<DjqlD?${|{sl'
b. Điểm yếu
0WA +^(U /$J+$C]0PY'
02H$,6Q$C6=9,
?#.^(U4-8, :+S
XY,YvVW'
0\/#]0PY?Q: B=" A,>
A +.]0PY,5>[ 9,ND?."
D A$K* /+9B?++8$
L6['•77$[B$,,S„_'
0G#]0PY+7:*/#.[
‚Q#BS& m:ƒ )]0PY,vPY6[
B?,[R/
#$%&'() *+,(-.%(/0,1U
9%!6'?Ac&u6#4%e6Fv4(7"cb6(%E6#
4%=)569%:?@6
2d4(G"4w84%e6Fv4
*ST: +&6A),&6A
6L)LTL =?5
b$9L]0PY?%6[7:,57$,XY,Y
B']0PY" AJ /t :6=<F'nP
Ro /6A6AL,: B,&#'GH,>:?
n<o:n :6= R•o()*"^(UA
'
0$K+9B$C'gLK N6Q.:
$C'_5)%9T6Q$C">6+.XY,Y !"#
f?'_5M?--L6[5= mS
,Q 6Q$CL
0PT#$+$ !"#T4c'_5
??)?S]0PY?) B &,&$C6
,B'L %T B&$AOJ B#
$+$.XY,Y?Q?$):
$C6Q$C]0PY$C">6+'
0-7<=: !"#,Ud'u# :
,6Y.^(U 5)N B"H5T"
6@ '-9$6p.*$ ?%PEM$K
c !"#H"`NYY ,6Q$C='_m"L
: )*6&UdAOMS H6#=#.
L6['
0(B,5'7B??J Y,
mE?Nm.H$ XY,Y'L]0YZ6KB
D^(U /:9$ &,&$C mTB?K
L'f,6Q$C46NYY(gy•dY]0PY6
,pJ=
#$%&'() *+,(-.%(/0,1Y
0(,p?'Gd J9:& /
95S'(gy•dY,7Hp7?•.
m7-?Nm m)*57?,5B
$2("cG634%e6Fv4(7"cb6(%E6#4%=&x6#)569%:?
@6
\*.6Q$C]0PY*S /$A
T?-#O?^(U;7=,#*,*&$A.>
*S'
(-,>,H^(UBL>" %n9$Q. %
9o )9 % "6Q$C]0PY+
6='
$2(%E6# a9(7"cb6(%E6#4%=&x6#)569%:?@6
_%K%)KL.>^(U / #$5.
#$z “nếu thương chồng, hãy để anh ấy dùng dầu gội
riêng”, ,“Là đàn ông, hãy dùng dầu gội cho riêng mình”.
_+ #$ B'\)YL6[.
G#\,pz$K* >>M6[9'\J
"J 5*8=#]0PYBzJ,
)?z BZ6K, B'
7 - 6A)L,*$CS)
A))$K* ),Q &#,B
m":L&Y,Y3
eT #$a]0PYL"$K*zn\=m/ %9
6[6ALo #$Jb,BL":3.?
67,,9?*
&'^(Un*:6A A&6[ 5.$K
*&/m.&6[:6A AL –o'n #$.]0
PY /Tn Ao.&Y$K*'G$HY
?%n>o,$An?-o]0PY +8=m.
$K*G#\'G%#>L= )"6A A
L.m>' #$Q),cn)o&Y$K*Y?%z
n a"J9<6A.":–og$K*9>);–
_+-- #$?9%+8.L6['
<9ƒ,#7#=>9 - w
9$.=#'''L &H$,,#<+67?:
#$%&'() *+,(-.%(/0,1_
$C]Y,,p67L*]Y) Ba
*BO'
02q0n-/*+,h.
\ " # ]Y 6p A & ,5 & $A6A
6‚?kilƒ'_)?95
: ? 6 $ + ' _% :
B 5 )O?56@6'( ) /DR&
KL-<'&
&,9$* -7,*$K*
Lm'
J2h.O0*R,/j,
g=# L$,# 6p A,5&$A6A
6L]YO)*KL.=>?
5, .:'PKL=>.]Y
!?--?Z6K5=$C.>
,=#'a ).,&-=#.>Œ$Q.9Œ'
2DN-^q0n*R,S/I,
G#7K %5">, #$O,
['g7K:$K5,?KL
.6#$ * $= #$[ B$ , K L .
6#$+6 #$Z
?'''G-6K,B~i+.GG~, %
aqs{j0hq~k'iii'iii m'eL: ),pL?LGG~"NaDh
Dkak0|4)j'iii'iii m~i+'\,
% %,HL 5>u\hh'iii'iii m~i
+'(^(UL7]YL5>"-
ak0s{j D},.H
k0|
‚ ƒ=> ~' jii'
iii
{'hii'iii j'jhi'iii }'iii'iii
|0s
‚ ƒ=> k' iii'
iii
}'hii'iii s'iii'iii
qh'
iii'
s0s{j
‚ ƒ=> |' iii'
iii
s'kii'iii qh'iii'iii
qk'
iii'
aqh0qs aDh Dk
qh0q{ \$,W-
qi' iii'
iii
qh' iii'
iii
qj'iii'iii
hi'
iii'
qh0q{ $,W-
q~' iii'
iii
qj' kii'
q~' iii'
iii
qj' kii'
iii
qs' jiii'
iii
hk'
iii'
s{j0qq
u(W_ , W -
?
q}' iii'
iii
hi' {ii'
iii
hj'jii'iii
~{'
iii'
qq0qh
= >
-?
q{' iii'
iii
qk' |ii'
iii
hq'iii'iii
h|'
iii'
W\(
q}' iii'
iii
qj'iii'iii
hi'
iii'
$
G\(\_•(}
qq' iii'
iii
q~' hii'
iii
qk'jii'iii
hh'
iii'
aqs{j0h~ eN
qs{j \ " q}' iii' hi' {ii' hj'jii'iii ~{'
7 iii iii iii
qsji0hq \$,-
qk' iii'
iii
qs' hii'
iii
h{'iii'iii
~h'
iii'
qs{j0hq $,-
q|' iii'
iii
hq' kii'
iii
h}'iii'iii
iii
}'ihi'iii |'}}j'iii
qq'
}ii'
2LGGhz‚k0h{ƒ
h' jii'
iii
~'iii'iii ~'}ji'iii j'iii'iii
2LGG{z‚i0|ƒ
q' hji'
iii
q'jii'iii q'|ji'iii h'jii'iii
2LG(Gz‚i0h{ƒ
h' jii'
iii
~'iii'iii ~'}ji'iii j'iii'iii
,,*R,/j,/.J,Xh|f1}~,g
2- ‚Š$ƒ
q}i<qji$<Y ~ii'iii'iii m
q}i<sj$<Y hii'iii'iii m
q}i<ji$<Y qii'iii'iii m
G# 7 $=# 5 $ " * $=#
5)#.$-9 % "A$<
,KL'$< & B,+ />
?B$$:,A9, %)#9'(A
$+"#$C$C /)L& %)*"#$$
$6KL'A9.O ),Q#.
=> Y:'
•Tht*P0
€D,/.
•L"$K*'
* Sử dụng quảng cáo bằng panô, áp phích:
0L_=,&."Nc
02-z—
0z~ŠA‚Dh{,kƒLK{A'
26,rPqS
0($-L(•L#$<+67,6YB$
m)|ii# m
0($-L5>z
˜($-LGG~
~k#ŠA<~i™qi|r
˜($-L?LGGq
hj#ŠA<~i™}ji#
˜($-L 5>U'um(-P‚uGƒz
qh#ŠA<~i™~ki#
˜($-L 5>u\‚u(Gƒz
qh#ŠA<~i™~ki#
0($-L†Y"Y"v+-z
ji#Š
0 ($-L"$K*z
#$%&'() *+,(-.%(/0,
2-q}i<qji$<YŠq?•Šqz~# m
0 ($-‚$$$-ƒzjii# m
(H,M,s' U2mU22N•,
$26%‚6#7w7=(b:6(7=6#4%e6Fv4(7"cb6(%E6#
P$Cm:L& 5m:*.)* 5
)% . B&$A$CS"
L•?$5,5#$+$•=&$C:
&$="L•• 5=? .A
5D5 : ?,7L6['
L,p<>::6KL*: &-
/<+67* :H, &=" %8,#'
YH$$ $ 6 H$'\
? B$`$ * 5?w &6?w &
$C )* B"#H )7>?'\
? B*)?S+Ap!6[L
7)"&Ap'\9 ,$C6A A?L
6[)7H6[$C Y::6 A,
=?%)D6[$CM78.$K*3
$2 {6%#{4%e6Fv4(7"cb6(%E6#)569%:?@6
G#H$?:,8: $67L,# &
B#'uA)"#$$ #'
uA* 5J # 5.
D5S.) D " ,-'u
#LK99?) B)'
G# #.: 5 B%#*L
-z
0_BLK'
0_6H</,5$Cz
˜U=$$ 7$z$R,9L6[ ,5
$C'(? BZ6K % D 8 H
D ,6p .'f % ="
)?S :#='
#$%&'() *+,(-.%(/0,V
˜U=$$Z#H$z$R,9L6[
%<Y).]Y,6.)?'
#$%&'() *+,(-.%(/0,Y